Last week marked the tenth anniversary of YouTube. The video sharing platform, which sees more than 300 hours of footage uploaded every minute, has revolutionised the way users consume video online.
The growing popularity of video has had huge implications for businesses, with more companies now offering rich media across their online properties. Some organisations, however, have chosen to embrace the growing demand for video content by providing customer support through the medium. Indeed, a recent survey from Gartner found that more than 100 of the 500 largest global businesses would introduce video-based chat in 2018.
Live video chat first entered the mainstream in 2013 with the launch of Amazon’s Mayday. The service, exclusively available for the firm’s ‘Fire’ devices, allowed users to instantly talk to a customer representative. The feature, available 24 hours a day across the entire year, is now responsible for 75 per cent of enquiries regarding the Fire HDX device. “Companies could learn a lot from the way Amazon does customer service”, said Jack Gold, analyst at J. Gold Associates, commenting on the success of the feature.
A more recent example of video customer service came from American Express; the organisation launched the feature for its Amex for iPad app in 2014. The feature makes it possible for members to speak to a customer care representative via a tablet.
“Systems like Mayday are a “life-changing facilitator” that give the older generation an alternative to asking their children for help. For the younger generation, social media has turned on-demand, personalized help into an expectation,” stated Dan Miller, senior analyst at Opus Research.
Those companies to have already embraced live chat, both in video and text form, have seen the benefits. The format has the highest satisfaction level for any customer service channel, rating at 73 per cent compared with 61 per cent for email and 44 per cent for phone. It has also been proven as an established lead-generation exercise, with 31 per cent of online shoppers saying they would be more likely to make a purchase after a live chat session.
You can find more information about video chat on the numero site here.